This Diwali, Nokia urges people to cast their phones aside & #UniteForLove

Nokia Mobile has rolled out its first big cross-platform campaign for the festive season. Staying true to Nokia’s global brand philosophy of #UniteFor, the campaign, conceptualised by Dentsu One, rises to the occasion, telling a very touching story. To everyone consumed by technology, it puts human relationships above everything else on occasions when it matters. 

In this festive season, Nokia mobile proposes that for a day, people spend quality time with their loved ones. It doesn’t just say that, it walks the talk on this one. With a gift box in which one can place their own phone and give it to someone close or, just set it aside for a day as a gesture of committing their time – and themselves – to them. Launched on September 29, 2017, the integrated campaign spans TV, retail, activation, social and digital. 

Watch the ad film:
https://www.youtube.com/watch?v=5jmYitvPC0c

Speaking about the campaign, Jyotsna Makkar, Head of Marketing, HMD Global (India), said, “As the pioneers of mobile telephony, Nokia has been instrumental not just in bringing innovative devices to people, but also in helping them forge deep connections. The reason the love and trust for this brand has endured, is because Nokia has always been a people’s brand – it’s deeply ingrained into our DNA. We thought it was important that a brand that showed all of us the way to connect, could also remind us that technology has the power to both unite as well as make people feel disconnected - this is a universal insight in our cultural context today.” 

Narayan Devanathan, Group Executive & Strategy Officer, Dentsu Brand Agencies (India), elucidated, “People don’t like brands to ‘enable’ them anymore. They like brands to demonstrate that they understand them. What this campaign idea does best is to bridge millennials’ purposive lives with Nokia mobile’s campaign promise of uniting with their loved ones, using Diwali as the shining, happy India context.” 

Titus Upputuru, NCD, Dentsu One, who helmed the campaign, shines light on the thinking behind the creative execution of the campaign. He said, “It is a fact that we are all occupied with our phones today, almost all of our waking lives. More so the youth we are attempting to engage with. We had fun creating the film and the whole gamut of ideas that explode the idea of gifting oneself. We hope ‘Main ke siwai tujhe main kya doon’ provokes people to think and unite for love.” 

Reflecting on the challenges in taking the campaign from idea to execution, Harjot Narang, President of Dentsu One, said, “This wasn’t about executing a film. This was about breathing life into a campaign idea that the world probably sorely needs right now. This is a pure labour of love, for a brand that India – and the world – has shown so much love towards.” 

Campaign credits: 

Client: HMD India

Creative Agency: Dentsu One

Branch Head: Harjot Narang

National Creative Director: Titus Upputuru

Creative Team: Titus Upputuru, Neharika Awal, Rajesh Minocha, Soumyajit Roy, Archana Sudarshan, Sumanyu Singhal, Nandini Pathania, Dipani Neb

Account Management: Sakshi Singh, Kaustubh Gupta

Planning Head: Narayan Devanathan

Films: Dawa Lama, Suprotim Day

Director (of the film): Amit Sharma

Producer: Poonam Wahi

Production House: Chrome Pictures

Music: Abhishek Arora

Cinematography: Laxman Utekar